A Beginner’s Guide to Marketing Jargon

A Beginner’s Guide to Marketing Jargon Every field develops its own arcane language.  This usually starts as a shorthand to make it easier for those in the field to communicate economically and efficiently.  Inevitably, however, the shorthand acquires a life of its own.  It becomes a way to separate the “professionals” from the “non-professionals,” those…

The Anatomy of Brand Engagement

The Anatomy of Brand Engagement  Amit Mathur Amit Mathur is the CEO (and founder) of Vector Brook, where he is leading the development of cloud-based applications using Ruby/Rails.  A proponent of open-source software, he is also leading the development of TopazSocial, an open-source social CRM system.  Amit has several years experience developing software at Amdocs…

I Have All the Aggravation I Need

I Have All the Aggravation I Need I have a very simple philosophy:  I have all the aggravation I need making money;  I will not be aggravated spending it. I mention this to clients on a regular basis.  They all laugh.  And they all assume that it doesn’t apply to them. For all that we…

Literacy as a Competitive Advantage

Literacy as a Competitive Advantage I was reading an article by Charlie Adams called Will the Internet Make Grammar Obsolete. He is absolutely incensed at the lack of literacy on the Internet. His contention is that sloppy grammar, misspelling, and Internet abbreviations are so pervasive today that the new normal is standards that are so…

“Content Management”

“Content Management” At what point did marketing become so enamored with jargon that we started to create whole new fields and sub-specialties based on it? When did speaking to customers and prospects – in whatever forum or fashion – become “content creation”? We now have blogs, articles, Webinars, discussions, and consultants telling us how to…

Marketing A Service

Marketing a Service We are told that we live in a service economy. More economic activity revolves around services than around buying and selling goods. But a service is a strange thing. You can’t feel it, see it, or taste it. And you can’t transfer ownership of it. So how do you sell it? Well,…

Marketing in a Crowded Marketplace

Marketing In a Crowded Marketplace This article originally appeared on March 5, 2012 under the title of “Marketing a Commodity.”  At the time, a number of people got caught up in mind-numbing discussions of what the word “commodity” means, and the point of the article got lost.  This time around, I’ve eliminated the source of…